The Force

May 23, 2012

The VW Passat was not on the midsize sedan shopper’s list. For 2012 it was redesigned to address what buyers wanted: it was bigger, more stylish and more affordable. Engaging consumers early and getting them interested in the new Passat before it launched was critical to success. So, we enlisted a mini Darth Vader to announce its arrival seven months early on the Super Bowl.

Members Only Content

This content is available to ANA Members only. Please
login below or create an account.

Ask The Expert

“There is a tremendous value in being part of the ANA’s strong network of brands… The Ask the Expert service validated the research that my team had already done [and] saved us time.”
Michael Harvin, Senior Manager, Global Agency Relations at American Express